Social media is free right? Well the platforms are. Facebook and Twitter don’t charge you for their services. So yes, in that aspect, it’s free, but you either have to pay someone through a new hire or existing employee, outsource your social media to a company like Sonix Studio (sonixstudio.com), or use your own time (which is the same as money) to educate yourself and post to these free networks.
It’s not for everybody. The businesses that aren’t utilizing social media are the same people that loathe this type of work. Maybe they don’t see the value in it. If they don’t, they are choosing to ignore the facts. And yes, this is fact. Social Media works, regardless of what business you are in.